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Newspapers alone were responsible for a 6.9% sales uplift for Bitesize Shredded Wheat during the campaign and a further 8.4% in the 11 weeks post campaignAmong buyers of 3+ newspapers featuring the ads, sales increased by 11% during the campaign and a further 7.4% post campaignTV and newspapers in combination increased brand commitment by 5% points, whereas the rise for TV solus was 2% pointsAdding newspapers to TV improved coverage of women who were more brand favourable and also created the greatest increase in brand involvement – 4% points compared with a fall of 5% points for TV on its own.Adding National Newspapers made the TV ad work harder across all diagnostic measures, including engagement, branding and communicationNewspapers and TV in combination boosted emotional Brand Values by 35%, brand Re-appraisal by 40% and Call to Action by 52%, compared with TV solus

The research methodology used was pre-post tracking by Millward Brown among the same respondents (brand/category interest disguised at pre-stage), to measure changes among people seeing different media and account for any existing predispositions of any media group.

Newspapers caused both an immediate and a longer term boost to Bitesize Shredded Wheat sales. dunnhumby analysis of Tesco Clubcard data showed the incremental effect of newspapers, over and above any increases due to TV and promotions, as + 6.9% during the campaign and an even higher 8.4% rise in the 11 week post period. Sales analysis was conducted by dunnhumby using anonymisedClubcard data. Two samples were matched on a range of criteria – including demographics, frequency of shopping and spend in Tesco, sector buying patterns and brand buying patterns pre-test period. The only difference between the Control sample and the newspaper sample was that the Newspaper sample had bought a newspaper carrying the relevant ad in Tesco. Estimates are conservative, as women in the Control sample may have bought newspapers outside Tesco and been exposed to the ads.

Bitesize Shredded Wheat sales showed an even more pronounced and immediate response among women who bought three or more of the newspapers in Tesco containing the ads. Sales rose by an extra 11% during the campaign and 7.3% post campaign, compared with the matched sample of non-newspaper buyers.

Likelihood to choose Bitesize Shredded Wheat at the next cereal buying occasion increased by 5% points among women seeing both TV and newspaper ads. TV solus recognisers increased commitment by just 2% points. Adding newspapers allowed the brand to communicate with women who were more brand favourable – and who were more responsive to the campaign.

The combination of TV and national newspapers increased brand liking by 4% points. Again, TV and newspapers together not only created the greatest increase in brand involvement, but also ensured that more women who had a pre-existing liking for the Bitesize Shredded Wheat brand were exposed to brand communications.

Bitesize Shredded Wheat shares a strong image profile with the parent Shredded Wheat brand, focused on heart health, wholegrain and natural benefits. The new advertising campaign for Bitesize supported these values, whilst communicating a weight management benefit. Image perceptions were driven more strongly by the TV and newspaper combination, particularly for weight management.

Recognition for the newspaper ads was significantly above norm. Millward Brown Link pre-testing helped refine those executional elements which made the ads stand out and engage interest. TV recognition was around Millward Brown norm.

Visual interest and intriguing verbal hooks (such as WEIGHT, BODY and SIMPLE), together with clear branding and easy to understand, informative messages helped draw women into the ads.

The TV ad was well-branded compared to the Millward Brown TV norm. Branding was improved by 21% points if women had also seen the newspaper ads.

Millward Brown’s involvement diagnosis ‘wheel’ shows how actively engaging ads are perceived to be by consumers. The preferred territory for most ads is the top of the wheel, where descriptors are both active and positive. The worst position for standout and involvement is the passive negative area at the bottom of the wheel. The grey shaded area represents the norm for TV ads. The TV ad performed well when seen on its own. However, women who also saw the newspaper campaign found the TV ad much more actively engaging than those who only saw the TV ad. Improvements in ‘interesting’, ‘distinctive’ and ‘involving’ responses are linked with higher memorability and brand response.

EnjoyableTV ads cut through better. Enjoyment of the Bitesize Shredded Wheat TV ad was boosted by 12% points when women had also seen newspaper ads.

TV communication was also improved among women who also saw the newspaper ads. In particular, seeing newspaper ads strengthened the weight management and natural messages in the TV execution.

The newspaper ads themselves communicated strongly, and in depth. The use of multiple executions, each with a slightly different communication focus or entry point, is proven to deepen and broaden understanding, compared to repetition of a single ad. Newspaper readers are loyal, and the entire contents of the paper change daily. Readers therefore tend to screen out ads they have already seen, whereas they are happy to look out for fresh perspectives from a brand campaign they enjoy.

With the new message around weight, the newspaper ads conveyed new and different information about the brand. Likeable women and a relevant message were reflected in a strong emotional response. Additionally, newspapers increased a strong TV ad performance on key diagnostics when the two media were seen in combination.

Newspapers are not dry and factual, they excite emotion. They create extremely close bonds with readers. Reading is actively engaging, personally meaningful. As a result, newspaper ads invariably drive emotional brand responses. All Newsworks Effectiveness tests, together with pioneering Neuroscience research in 2006, have demonstrated the power of newspapers to deliver increases in emotional brand connection. For Bitesize Shredded Wheat, the effect of adding newspapers to TV was a 35% increase in emotional brand values compared with TV on its own.

Newspapers modify people’s perceptions every day, providing new information, new ways of looking and provoking new thought. Bitesize Shredded Wheat ads provided a fresh perspective on a familiar and established brand, with the simple and healthy weight management message. As a result, adding newspapers to TV increased re-appraisal by 40% compared with TV solus.

The power of newspapers to affect buying behaviour, particularly when in conjunction with TV is again demonstrated by the call to action measure: 56% of women seeing only the TV ad agree the advertising gives them a reason to buy compared with 85% of those who saw both media.

Newsworks Bitesize Shredded Wheat effectiveness study

1.
The Proof
1
The business case for newspaper
advertising as part of the media mix

2.
2
Phil Toms
Marketing Controller, Shredded Wheat
“This is the second year we’ve worked with the
Newsworks on the Advertising Effectiveness case
studies and we are very pleased with how this
campaign has evolved and the results achieved.
Strategically it made a lot of sense to include our
Bitesize Shredded Wheat brand given it was a new
message for this brand and we wanted to
understand how press could complement our TV
campaign to maximum effect. Building upon our
learning from last year we were able to develop and
implement a press campaign which delivered strong
strategic and executional synergy with the TV. The
opportunity to pre-test the work allowed us to
optimise the creative to ensure maximum
effectiveness.
The results? They speak for themselves. We sold
more boxes, the brand is in growth and the new
positioning has been well established in consumer’s
minds. Newspapers have played a very clear and
definitive role in helping achieve our objectives.”
Bitesize Shredded Wheat
The client’s view

4.
4
Bitesize Shredded Wheat
Test Hypothesis: Newspapers are perfect partners to TV
TV and national newspapers are the perfect partnership
They are processed in different but complementary ways: TV
is more passive, newspapers involve active processing
Both media are heavily consumed
in the evening
Media profiles are complementary
Together, the brand impact should be stronger than either
medium separately